Building Community From Content Data
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The document by Debra Askanase emphasizes the importance of community building through strategic social media content, focusing on user-generated content and engagement metrics. It outlines the need to clearly define organizational goals and measure what types of content resonate with audiences for optimized engagement. Key recommendations include utilizing data insights, creating paths for user involvement, and fostering a sense of community through meaningful interactions and connections.
Building Community From Content Data
- 1. Building Community from Content (Data) Presented by Debra Askanase Engagement Strategist Social Media for Nonprofits – Boston August 28, 2012
- 4. Today’s conversation I. Know What Content Resonates: Significant Data I. Design User-Generated Content Paths: Trust the Research III. Putting it together: Community-based content (consistent engagement and action, multiplied by love)
- 5. Social Media Engage Creates Trust Move to Action The social media activity funnel
- 6. Diagram courtesy of Darim Online
- 7. Know your SMART Goals Specific Measurable Attainable Realistic Timely Design your social media activities to meet your org or programmatic goals: • resource awareness • membership • fundraising • activism • sign up for a program
- 8. Define your goals Develop content and data points Post to social media channels What content engages? What content does not engage? Measure key data points against goals Optimize that content!
- 10. Facebook Insights – PTAT is key metric
- 13. What content resonates? And why?
- 14. What content resonates? And why?
- 15. What content resonates? And why?
- 16. Significant Data Resources: Facebook Insights (PTAT) YouTube Insights (shares) Bit.ly clicks Twitter RTs Pinterest repins Simply Measured Crowdbooster
- 17. Content depends on fans caring: Know your fans http://www.flickr.com/photos/moriza/2565606353/
- 20. Digging into engagement metrics …
- 21. Digging even deeper into reach *Using Facebook Insights
- 22. 1. Fan demographics do not equal participation demographics 2. Not all top content is equal 3. Demographics change frequently – stay on top of them 4. Fans share certain types of content much more than others, though they view many types What we learned
- 23. 1. More content aimed at older audience 2. More frequent posting 3. More photos and especially more video 4. Experimented with adding photo collages, different types of photo albums, video documentary vs. video footage of events 5. Popular FB content inspired corresponding blog posts 6. Added photos to announcements and blog posts How we used it to optimize content
- 25. Create a video, message, tweet, blog post product about the company Become a fan Friend Follow Join Discuss Post reviews Give feedback Vote Contribute ideas Visit Watch Download Read Play Engage Contribute Participate Create Lowest to highest Return on Engagement * Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498 ROE of user-generated content
- 26. Creators talked and proactively shared information about the brand the most. They also influenced buying decisions the most, and spent the most $. Low-level engagement by itself did not produce significant ROE
- 27. Create a video, message, tweet, blog post product about the company Become a fan Friend Follow Join Discuss Post reviews Give feedback Vote Contribute ideas Visit Watch Download Read Play Engage Contribute Participate Create 20% 26% 32% 35% Percentage of each group that spurred a purchase * Based on http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498 How they influenced purchases
- 28. “…brand pages that are very effective at engaging advocates were 3x more engaging across the board and would grow 13x more than the typical active Facebook Page over a year.” http://www.istrategyconference.com/blog/?category=Social-Media&title=How-Superbrands-Breed- Superfans-5-Best-Practices-for-10X-Greater-Fan-Growth-on-Facebook&pid=811 2012 Wildfire study: engage brand advocates (+ build community) Brand advocates bring in an average of 1.3 new people each
- 29. http://www.flickr.com/photos/bucher/516614692/sizes/z/in/photostream/ Content is for building community
- 30. Create connections between fans: What content encourages this? Ask them to tag each other, respond, and help each other. Weaving your community > Offer Connection, Trust, and Content Bring them Inside Be part of the planning Control: What would giving the content over to them mean? How might you create trust?
- 31. Twitter curator for a day
- 35. Building community on FB: Lily the Black Bear
- 38. Lily the Black Bear FB Forum
- 39. • Know your SMART Goals • Understand your own Venn Diagram • Mine Significant Data: what content engages, who’s engaged, and to what extent • Create user-generated content paths • Facilitate reciprocity: co-created content, let them in on the plan, demonstrate that you value their contributions • Bring fans inside your social media: they’re your advisory board *p.s. Offline events are fabulous for creating community! Actionable next steps
- 40. = engagement + action, multiplied by love Build community based on content data http://www.flickr.com/photos/zooboing/5443502902/in/photostream/
- 41. I’m always available to answer follow-up questions! Email: [email protected] Website: communityorganizer20.com Blog: http://communityorganizer20.com Linkedin: linked.com/in/debraaskanase Twitter: @askDebra Other slides: slideshare.net/debask Telephone: (617) 682-2977
Editor's Notes
- #3: http://www.flickr.com/photos/johnymutton/3652077613/in/photostream/
- #7: A is the org goals. B is what the audience is interested in (or their goals, needs, etc.) What's in the middle is generally where THE conversation topic is going to be.
- #9: http://www.flickr.com/photos/urbanwoodswalker/3262603051/in/photostream/
- #14: http://www.flickr.com/photos/16180154@N07/4260219954/in/photostream/
- #15: http://www.flickr.com/photos/16180154@N07/4260219954/in/photostream/
- #16: http://www.flickr.com/photos/16180154@N07/4260219954/in/photostream/
- #18: http://www.flickr.com/photos/moriza/2565606353/
- #26: Engage: passive activities such as visiting a site, reading the blog, playing a game Contribute: ideas, reviews, feedback Participate: within a group or fan page Create: create new content on a site or on their own about the site
- #27: 22squared brand survey: Contributors = 80 more people talking than the engage set. Participators = 60 more than the engage set. Creators = 170 more Social media activity generated 2.5 times more conversations amongst creators than the engage set. http://www.slideshare.net/brandonmurphy/the-true-value-of-social-media-4267498
- #28: Engage: passive activities such as visiting a site, reading the blog, playing a game Contribute: ideas, reviews, feedback Participate: within a group or fan page Create: create new content on a site or on their own about the site